Fashion agencies merge

Lifestyle marketing group Saturday has taken a majority stake in Mulberry's PR agency MO Communications.

Kane creation: one of Relative's designers
Kane creation: one of Relative's designers

The marcoms group is merging its existing fashion agency Relative PR with Paris and London-based MO to create Relative MO.

MO's other existing clients include Giles, Iceberg, Rock & Republic and Giambattista Valli. Relative represents brands including Christopher Kane, Julien Macdonald and Absolut.

Relative senior partner and founder Justine Fairgrieve will head up the agency alongside MO co-founders Mesh Chhiebber and Olivier Bourgis.

The combined agency will maintain offices in London and Paris, with plans to expand in other countries.


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